{"title":"Anett Erdmann","description":"\u003cp\u003e\u0026lt;p class=\"MsoNormal\"\u0026gt;\u0026lt;strong style=\"mso-bidi-font-weight: normal;\"\u0026gt;\u0026lt;span style=\"font-size: 12.0pt; line-height: 107%; font-family: 'Times New Roman',serif;\"\u0026gt;Anett Erdmann\u0026lt;\/span\u0026gt;\u0026lt;\/strong\u0026gt;\u0026lt;span style=\"font-size: 12.0pt; line-height: 107%; font-family: 'Times New Roman',serif;\"\u0026gt;\u0026amp;nbsp;is Lecturer and Researcher in Marketing at Comillas Pontifical University, Madrid, Spain. Her research focuses on consumer value perception, pricing strategy, and marketing analytics. She has published in leading journals, chaired major conferences (EMAC 2025, AEMARK 2023), and taught in international Master\u0026amp;rsquo;s programs in Chile and Germany. She previously served as Academic Department Chair and Director of the Marketing Master\u0026amp;rsquo;s program at ESIC University.\u0026lt;\/span\u0026gt;\u0026lt;\/p\u0026gt;\u003cbr\u003e\u0026lt;p class=\"MsoNormal\"\u0026gt;\u0026lt;strong style=\"mso-bidi-font-weight: normal;\"\u0026gt;\u0026lt;span style=\"font-size: 12.0pt; line-height: 107%; font-family: 'Times New Roman',serif;\"\u0026gt;Susana Fernandez-Lores\u0026lt;\/span\u0026gt;\u0026lt;\/strong\u0026gt;\u0026lt;span style=\"font-size: 12.0pt; line-height: 107%; font-family: 'Times New Roman',serif;\"\u0026gt;\u0026amp;nbsp;is Senior Lecturer in Marketing at Complutense University of Madrid, Spain. Her research explores brand communication, digital consumer behavior, and sustainability. She has led funded research projects with industry partners and received a knowledge transfer award from UCM. She is Associate Editor of the\u0026amp;nbsp;Spanish Journal of Marketing\u0026amp;ndash;ESIC\u0026amp;nbsp;and an active member of AEMARK, AEDEM, and EMAC.\u0026lt;\/span\u0026gt;\u0026lt;\/p\u0026gt;\u003cbr\u003e\u0026lt;p class=\"MsoNormal\"\u0026gt;\u0026lt;strong style=\"mso-bidi-font-weight: normal;\"\u0026gt;\u0026lt;span style=\"font-size: 12.0pt; line-height: 107%; font-family: 'Times New Roman',serif;\"\u0026gt;Morana Fuduric\u0026lt;\/span\u0026gt;\u0026lt;\/strong\u0026gt;\u0026lt;span style=\"font-size: 12.0pt; line-height: 107%; font-family: 'Times New Roman',serif;\"\u0026gt; is Associate Professor of Marketing at the University of Zagreb, Croatia. Her research focuses on media consumption and technological disruption across digital platforms, marketing, and advertising. She has published widely and received the Journal of Advertising Best Article Award in 2019. She currently serves as EMAC Vice President for Membership and Communication.\u0026lt;\/span\u0026gt;\u0026lt;\/p\u0026gt;\u003c\/p\u003e","products":[{"product_id":"human-and-smart-marketing-anett-erdmann-ebook","title":"Human and Smart Marketing","description":"\u003cp class=\"MsoNormal\"\u003e\u003cspan style=\"font-family: 'Times New Roman',serif; color: black; mso-bidi-font-weight: bold;\"\u003ePart 1: Strateg\u003c\/span\u003e\u003cspan style=\"font-family: 'Times New Roman',serif; color: black; mso-bidi-font-weight: bold;\"\u003eic AI Integration and Hybrid Intelligence in Services.- \u003c\/span\u003e\u003cspan style=\"font-family: 'Times New Roman',serif; color: black;\"\u003eBeyond adoption: A conceptual framework for integrating generative AI in organisations.- From promise to practice: perceptions and barriers to AI-Assisted services in Swiss health insurance.\u003cspan style=\"mso-bidi-font-style: italic;\"\u003e- \u003c\/span\u003eAchieving more creative performance in co-creation from consumers through physical verbal personification: examination of the role of transportation and mental imagery ability.- Selling in the digital age: tailoring information to B2B buyers' situational needs.- \u003cspan style=\"mso-bidi-font-weight: bold;\"\u003ePart 2:\u003c\/span\u003e\u003c\/span\u003e \u003cspan style=\"font-family: 'Times New Roman',serif; color: black; mso-bidi-font-weight: bold;\"\u003ePro-environmental Values and Sustainable Behaviour.- \u003c\/span\u003e\u003cspan style=\"font-family: 'Times New Roman',serif; color: black;\"\u003eValuing repair under cost constraints: evidence from accepted relative repair costs in Europe.- “True Price” campaigns: consumers emotions and loyalty in food retail.- Exploring consumer preferences for electric vehicle mileage tax structures.- Green to be seen? The moderating role of social visibility in personality-driven sustainable purchase intentions.- \u003cspan style=\"mso-bidi-font-weight: bold;\"\u003ePart 3: Human-Centric Dynamics in Relationship Marketing.- \u003c\/span\u003eHow building rapport with sales personnel can lower consumers’ chopping costs: the power of consumers’ sustainable relationship building with sales personnel \u0026amp; its impact on switching cost.- Background music in retail: when taking it slow may benefit you.- The influence of perceived congruity and information processing mode on consumer response to the free gift with purchase promotions.- \u003cspan style=\"mso-bidi-font-weight: bold;\"\u003ePart 4: Niche Segments and Market Vulnerabilities. - \u003c\/span\u003eUnderstanding the role of design similarity in shaping attitudes and intentions toward dupe brands.- Blind consumers and ways forward: an up-to-date systematic literature review.- Knowledge sources and export performance: a tri-decadal perspective on the determinants of India’s pharmaceutical exports.\u003c\/span\u003e\u003c\/p\u003e","brand":"Anett Erdmann","offers":[{"title":"Default Title","offer_id":54062788018503,"sku":"9783032216717","price":181.89,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0920\/5455\/2903\/files\/human-and-smart-marketing-ebook-cover.webp?v=1780409259"}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0920\/5455\/2903\/collections\/anett-erdmann-autor-kollektion.webp?v=1780409256","url":"https:\/\/www.cinebuch.de\/collections\/anett-erdmann.oembed","provider":"CineBuch","version":"1.0","type":"link"}